Does anyone remember that song from the Sesame Street soundtrack? Then there are the sayings, “Take those lemons and make lemonade,” and “Every cloud has a silver lining.” Whatever rah-rah pep talk floats your boat, it’s time to dust it out and lay it on the troops. Yes, things are challenging. Yes, there are move-outs we can not control. But you’ve got to remember that whenever a door is closed, a window opens.
I heard the greatest idea from Valerie Sargent at a stop on the Multifamilypro Brainstorming Tour last week here in Southern California. She suggested that when a good resident gives their notice, and it is something that can absolutely not be influenced (job transfer, home purchase, etc.), and the resident gives verbal kudos to the team, don’t be afraid to ask them something to this effect:
“Thank you so much for the compliment! Would you be willing to write that in a letter or email and allow us to use a quote for our web site/print ads/brochures?”
“We’re so glad you’ve had such a good experience! May I ask you to share your experience online at www.apartmentratings.com (or whatever apartment search site is most popular in your area)?”
While our research shows that 60% of turnover is controllable, and can be impacted by our service delivery practices, there’s that 40% or so that we may not be able to affect. In those cases, and when appropriate, let those departing residents be a part of your referral and promotion strategies. Make it easy for them to participate, too. After getting their permission, send them an email with a link where they can leave their feedback, or send them a link to your online comment page, if you have one. The residents who love you will be happy to do it!
The goal is always to have a positive lease renewal decision, but in those cases that we can’t influence, collect those references and kudos. Turn that frown upside-down and smile, smile, smile!
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2 comments
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April 23, 2009 at 6:27 PM
Jen Piccotti
A friend (thanks Mikel!) just sent me the following quotes (very timely):
“Sometimes we stare so long at a door that is closing, that we see too late the one that is open.”
–Alexander Graham Bell
1847-1922, Inventor
Pain is inevitable, suffering is optional.
–M. Kathleen Casey
Your future depends on many things , but mostly on you.
Life is like riding a bike. It is impossible to
maintain your balance while standing still.
–Linda Brakeall
June 30, 2009 at 9:06 PM
Forever Yours… Faithfully « Resident Retention: Low Cost / No Cost Solutions
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